Carrier Midea India Pvt Ltd, a 40:60 joint venture between Carrier Corporation and Midea Group, is all set to launch a range of residential air-conditioners (34 models), microwave ovens (11 models) and water dispensers. While the products are expected to hit the stores in the next couple of days, the company s planning an advertisement campaign with the tagline ‘Bring home happiness’ early next week.
Krishan Sachdev, Managing Director of the company, said that the products are positioned as mid-premium segment brand.
With Carrier’s after-sales service facilities to be utilised for Midea products too, there are 750 service centres with over 5,000 technicians to extend after-sales support .
To start with, these products will be made available in over 1,000 exclusive and multi-brand retail outlets across cities. The joint venture company recently commissioned its new manufacturing facility at Bawal in Haryana.
According to Sachdev, of the proposed $100-million investment, the company has so far invested $13 million in the facility and other marketing infrastructure.
Besides, it is also evaluating bringing in other product categories from Midea’s global stable. Midea has over 25 product categories. “Of that, we may bring in washing machines, refrigerators and a range of kitchen appliances in the near future,” he said.
Carrier Midea targets to be one of the top 3 durables brands in India in the next 3-4 years. “We want our growth to be a sustainable one, hence we want to take 3-4 years to be there. It may be tough, but not undoable,” he said.